Jon and Daniel Feldman of the Feltraiger menswear brand. The two brothers are opening their first store in Manhattan later this month.

You might say the entrepreneurial spirit runs in the family.

Boca Raton brothers Daniel and Jon Feldman’s menswar clothing line called Feltraiger is getting a lot of attention from the fashion world in New York. While the two have a lot of catching up to do before they can equal their father Larry Feldman’s Subway shop franchise empire, the two are planning on a “soft opening” of their first store at 158 Allen Street in Manhattan on March 22.

“It’s on the Lower East Side,” said Daniel, 27. “It’s in a neighborhood that is just starting to get cool.”

Daniel knows cool. He was in the band Time Will Tell here in Florida. Then he was an audio engineer in New York. He also booked bands at an agency (working with Matisyahu, Hot Tuna, Balken Beat Box). All the time realizing that in the music biz he was styling looks, creating images and even delving into merchandising with graphic tees, so why not follow his fashion-passion? “Clothing and style have always been important to me,” said Daniel. So he quit and enrolled in Parsons for a few design classes and did internships to immerse himself in the business side of fashion (What Goes Around Comes Around, Mishka and Unis). He launched Feltraiger in late 2010.

“Daniel started the brand and then he got me involved,” said Jon, 24 an architecture and interior designer with valuable experience with photography and marketing. “I started by shooting the look books and doing things for the marketing and I just got more involved.”

But that first few collections didn’t satisfy Daniel, hence opening up his own store. “You end up sucking up to buyers. They like something, but then they say, “I want to buy four of those jackets, but I want them in green instead of the color you did it in.”

Now the dynamic duo do looks they describe as “New American Classic” – all manufactured in the U.S. – with each collection inspired by a different American subculture.

There was “Draft Dodgers” that paid homage to the Occupy Wall Street movement (hand-dyed and hand-distressed T-shirts, rugged button downs, hoodies); the “Mole People” spotlighting the off-the-grid people who live under in the subway train tunnels (military looks, varsity jackets and “Things he might have held onto since high school,” said Daniel) and now “Pompous Circumstance” which is “…about high society with hunting and yachting,” said Daniel (camouflage vests, cardigans, anoraks, flat-front shorts).

Most of the merchandise retails between $52 and $320. Each piece is limited-edition and hand-numbered.

As for the brand’s name? “Feltraiger was our family’s last name before Ellis Island,” explained Daniel. “They were from Odessa, Russia.”

The two come back to SoFlo to visit family “every couple of months.” Daniel lives in Brooklyn where the company is based and Jon lives in Manhattan where the store will be. They are both thinking that a second retail location should be Miami, especially after a “pop-up’ store during Art Basel got raves.